The Research On Automobile Precise Marketing Strategy Based On Data Mining

With the increasing maturity and degree of competition of automotive industry in China, how to increase customer satisfaction and make full use of marketing resources have become a big problem that every car company needs to solve. Fortunately, data mining brings car companies a new idea and a new way to solve these management problems. By using data mining, some potential and useful knowledge may be found from large amount of business raw data; the knowledge that is found can be applied to the process of business decision-making.When it comes to this study, firstly, based on a lot of acceptable information, the theory of data mining is analyzed, and data mining methods used in this paper—— association rules and Apriori algorithm—— are focused on. Secondly, the study introduces the concept of precision marketing, saying that data mining is a tool of achieving precision marketing. Besides that, the main applications of data mining and the process of realizing precision marketing in automotive industry is expounded. Thirdly, four attributes—— promotions, buying factors, places and car types—— are analyzed. These attributes data come from real enterprise marketing database. Respectively, Pivot Table is used to analyze any two attributes, and Apriori algorithm is used to analyze the four attributes to find out whether possible association exists between them. Last but not least, regional precision marketing strategy is developed, according to the above results of data analysis and the regional characteristics of automobile market in China.